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Write Together - Perth Message Board › Five Things You Think You Understand About Copywriting but You Really Don’t

Five Things You Think You Understand About Copywriting but You Really Don’t

mmuskaaan
user 245777573
Gainesville, VA
Post #: 45
A lot of people have a lot of preconceived notions about copywriting and what writers do all day. It isn’t all leisurely sleeping in, then getting day drunk without showering and not getting dressed all day. There is a lot more to it than that. Here are five things you think you understand about copywriting, but you really don’t.




Copywriting Is Essentially Sales

Five Things You Think You Understand About Copywriting but You Really Don’t
At its core, the art of copywriting is the act of putting salesmanship into print, without anyone realizing that that is what you are doing.

This principal dictate everything a copywriter does. At Copyandco the decisions of what information should be presented in the copy, the form the information will take, and the length that will be necessary to deliver that message is all dictated by trying to accomplish the same things a real live salesperson would do if they were having a conversation with you.

Only copywriters want to make that conversation happen between you and the little salesman that you keep locked in your subconscious by feeding it lots of thorazine.

Copywriting Is Not Advertising

Even though it is sales in print, copywriting should not be confused with advertising. It is true that good copywriting is an incredibly vital part of any good advertising campaign however a much more important part of advertising is simple brand awareness and eye-catching images that will wipe out the message of copywriting.

Too Many Words Is Better Than Too Few

One of the best things to remember with copywriting is that if there is the opportunity to lay out the argument, present evidence to support it, as well as fully explain the offer, the copy will work.

Long copy that does a great job of explaining everything will work a lot better than just a little bit of copy that mentions things briefly.

Take a look at this for example. If I just said “hey, it’s better to write more words!” that probably wouldn’t have as much impact as explaining why it is better to have more words.

Write About the Benefits of a Product, Not the Features

Just an example, if you are writing copy to sell a computer, you could write about how it has 1.18 jigawatts of storage, but to the average Joe Consumer, that is not going to mean much at all.

What people want to know is that it has everything they need to be able to store all of their photos, music, and movies and not have to worry about running out of space. Shouting tech specs at people is just going to leave them confused and frustrated.

The same thing happens if that is all you write about. You want to address the “why” question. Show them through your copywriting how whatever product you are selling, be it a computer, a can opener, or a “personal massager”, that it will make the reader a better person, and give them a much better, richer, fuller life than they would have without it.

You Don’t Have to Have Perfect Grammar (all of the time)

High quality copywriting has less to do with following a style guide to the letter, and more to do with being able to get your audience to relate to what you have to say.

Imagine how dry and boring this article would have been if it wasn’t written in an informal, conversational style.




It would have been incredibly hard to retain any of this great information. But, since it’s more light-hearted and fun, I’d wager that you will take a lot away from this article and understand copywriting a lot better than you ever did before.

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